originally posted

Wednesday, Feb. 11, 1998

If they have, you're out of luck. You can add another name to the growing non-prospect list.

We're all inundated with information. It comes from TV, newspapers, magazines, the Web, direct
mail, and more. To maintain sanity and survive this glut of information, we pick and choose what we
read.

How can you get your name in front of them and have it stay there? After all, you are trying to sell
yourself, your products, your services.

First. Remember that whoever your target audience is, they don't really care about you. They care
about what they need. They care about what they want.

Appeal to their sense of what they believe, of what they think they need. Be as personal as you can.

Most of us believe we need to increase profits. Tell your prospect how your service or product will
do that. Look at your audience. What characterizes them? Look at those characteristics and
address them in your copy.

Gain Their Attention

"You're also
selling an image."

Remember, you're not just selling a product or a service. You're also
selling an image. What will happen if someone buys from you? Will they be more beautiful? More in
control? Better than their competitors?

What do your prospects need? Sure, you think they need what you have to offer. But, from their
standpoint, their needs may be quite different.

For instance, I really don't need another magazine
subscription. I already have too many. But the one that says it can cut my reading time in half, just
may get another look. After all, the person who wrote that recognizes that I'm busy, that I'm
important, that I don't have time for frivolity. What does your copy recognize in your client?

Appeal to the person. Use the word "you".

"What does your copy recognize in your client?"

"Most of us scan instead of read."

Start of with a strong lead. Most of us scan instead of read. Does what you want them to remember
stand out? Will they be hooked and read on? Will they get the most important message in those first
seconds? Or have you saved your big finale until the end?

Check the lead you've written. Does every word serves a purpose? Can you read it aloud easily?

Want to read more?

Jennifer Hicks is CEO and President of WordsWork, a communications consulting firm that works with clients to provide for their training, writing, editorial, and research and communication strategy needs. Since its start in 1996, the company has experienced tremendous growth and has grown from a one-person show to a staff of more than 25 full- and part-time people. Clients have ranged from start-ups to companies in the Fortune 500. While their trainers, writers, and editors have expertise in a variety of areas including technology, business, education, and medicine, they are renowned specialists in communications for the healthcare industry. For more information, contact info@wordswork.com